A Workshop for
Presented by Sarah Park - MBA ’11
With Amanda Peyton, Ariel Santos, Brian Cantwell - MBA ’10
October 16, 2009
• What is Twitter?
• Why is Twitter important?
• What can people do with Twitter?
• Do you have to use Twitter all the time?
Workshop: Twitter Search
• Additional Resources & Next Steps
What You Probably Know:
• Micro-blogging (140 char)
• “Follow us on Twitter…”
@NPR / @WSJ / @CNN
• High Valuation in spite of flat
growth over the summer
• Usage in Sept. 09 (Unique Visits)
- Facebook: 124.6M UVs
- Twitter: 23.5M UVs
* Source: Compete.com
• Twitter is an online community of “Followers.”
• Members seek out contacts and information based
on shared interest, not existing affiliation.
• Compare with MITSloan2011 Google Group.
Focus on two main functions:
• Networking - What does Twitter offer
above and beyond Facebook, Linked In?
• Search - What does Twitter offer above
and beyond Google?
Network Limitations Advantages
• Risky to mix work and play
• Complicated to segment
• Easy to use, overall
• Rolodex of weak links
• Limited trust
• No or few conversations
• Static profile
• Not mainstream
• Interface not intuitive
• Lots of jargon
• Noisy, transient
• Real-time data
• Access to consumers
• Contact with senior
execs, thought leaders
• Personal branding
Learn to code in Python.
Where do I go for help?
Twitter Search Results
Key Comparison: Do you prefer working with an online
textbook or other people?
• 80% are “Me Now” Users
– Everyday activities, feelings, social life
– Local or immediate situation
• 20% are “Informers”
– Information about shared interest
– Link recommendations
– Greater interaction with followers
– More likely to mention others
* Source: Rutgers
Function Advantage Relevance
• Real-time data
• Access to actual
• Identify industry trends before
they become news
• Understand, engage consumer
• Contact with
• Network on your own schedule
• Avoid time, expense of attending
• Control of how
• Twitter profile becomes Top-3
Google result within 18 months
To get the most out of Twitter, with the lowest
investment of time, effort: Use Twitter Search
• Additional Recommendations
• Twitter Search Workshop
• Twitter Workshop
1) Have a smart and unique take on Twitter.
• Tailor perspective to industry focus and career goals.
2) It’s helpful but not necessary to develop a Twitter profile.
• The greatest value, relative to time invested, comes from
surveillance through Twitter Search.
3) Your experience on Twitter is only as good as you make it.
• Who you choose to follow (and ignore) is a critical decision.
4) Advanced surveillance is easier using 3rd-party apps that
require a Twitter account.
Take Away: While you may not want to cultivate a personal brand on
Twitter, having an active account is required to access the more
• Try Twitter Searches for:
• Job function
• Product or service
• Example: Pharma/Biotech
Search for Breast Cancer; Herceptin
• Try Twitter Search yourself
Can you identify people with
whom you want to engage?
• Twitter Search Example: “Lumbar Disk”
• Spine Surgery
• Back Surgery
• What do you find? Consumer insights that will
distinguish you from other candidates (YouTea, $100K)
• Privacy - Locked vs. Unlocked account
• Contacts - Definition of "friend" on Twitter
– Your audience seen/unseen
• Exposure - What to expect in Google re: your Twitter profile
– Top rank for your name within 18 months
• What potential employers might see
• Wealth manager example: "Deutsch[e] Bank"
• Casual tone
– Incomplete thoughts; spelling/syntax errors
• Hard to come off as consistently smart, professional
• Not “Cover Letter” perfect
• How to Build Network
– Follow, Unfollow
• How to talk to people, join conversations
– @, DM, RT, #BalloonBoy
• How to participate in a conference or meeting
• Approaches to curating your profile over time
– Delete “Me Now” updates every two weeks
• CEOs on Twitter:
• Entrepreneurs onTwitter:
• State of the Twittersphere:
Follow us on Twitter and ask us questions:
@sarahrah, @amandapey, @cantwell, @agds